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Marketing Jargon Buster

Updated: Mar 16, 2022

As you venture into the world of marketing, whether that be to manage your own marketing activity, or outsource to an agency or contractor, it is handy to know some of the key terminology that you will encounter along the way.

There is a lot of jargon out there, but we have chosen the most common terms you may come across.

Advertorial – An advertising method that combines advert and editorial. Rather than a short hard sell of a product or service, an advertorial will look more like an editorial article, going into more detail on the benefits and other aspects of the product or service being sold.

B2B Marketing – This stands for ‘business to business’ marketing. If your business sells to other businesses, such as a retailer or manufacturer, then your marketing activity will be B2B focused. B2B marketing can often adopt on a more formal tone of voice and advertising methods might include trade shows and industry media.

B2C Marketing – This stands for ‘business to customer’. Business to customer marketing focuses on promoting products and services to individual people, who will use your product or service themselves. B2C marketing can often be more informal in its messaging, dependent on the product or service, as it looks to engage directly with an individual.

Banner Advert – This is a visual form of advertising where a banner is embedded on to a website in a particular location or position, linking through to the advertiser’s website when clicked.

Brand Guidelines – A document that will outline your brand identity and how it should be presented. Brand guidelines will include your company’s logo, any secondary logos and detail on how a logo can be used, colour pallets, font styling/typography, tone of voice, imagery and anything else specific to your brand. Brand guidelines help to keep consistency across your business to ensure your brand is presented in the right way.

Call to action – This is where you call on your customer to take a specific form of action, such as making a call, sending an email, or making an online enquiry. Calls to action are important so users know what they need to do next if they want to make an enquiry or purchase.

Campaign – A coordinated series of advertising activities that will follow a set theme in order to achieve a specific goal, such as generating brand awareness or increasing sales of a specific product.

Conversion Rates – This is the percentage of users that complete a desired action such as clicking on an ad or making and enquiry. If you were looking at the conversion rates on your website, you might look at the number of visitors you have had against how many have made an enquiry.

Cross-Channel Marketing Campaign – This is a marketing campaign that runs across different marketing channels at the same time. An example might be a campaign to generate more sales that runs across social media, PPC, email, advertising and print, all with the same campaign theme.

Lead Generation – A form of marketing that focuses on generating leads into your business. The lead could come in the form of an online enquiry, phone call or email to name but a few.

PPC (Pay-Per-Click) A digital marketing activity where ads are run on a pay-per-click basis, meaning the advertiser pays each time their advert is clicked on. The amount you pay for each click, or CPC (cost per click), varies based on the keywords you are using. The most common form of PPC advertising is through search engines, such as Google AdWords.

Retargeting – This is a form of marketing activity where ads are targeted at users who have already visited your website. If a user were to visit a specific page of your site, your retargeting adverts might focus on the product/service related to this page.

Return on Investment – The measurement of the amount of profit that has been made against the amount you have invested in generating that profit.

SEO (Search Engine Optimisation) – This is a marketing activity that focuses on getting web pages to rank higher on search engines such as Google, Bing, and Yahoo. SEO activity includes the creation of quality content, creating links from external sources to your own site, optimising images and much more.

USPs (Unique Selling Points) – These are what make your business unique. Understanding your business’s USPs is fundamental in your marketing activity because it highlights what separates you from your competitors.

Marketing Jargon Buster
Marketing Jargon Buster

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